免费试用是电子商务与社交网络发展形成的独特的营销模式,本文研究消费者网络对免费试用模式中"商家-平台"合作机制的影响。通过模型构建和试验分析发现:成本共担可以实现供应链协调,分担比例为正式销售阶段扣除手续费后的商家收入与手续费之比;成本共担式与分散式相比商家的利润稍高,但随着质量的下降,两种情况下的商家利润差距越来越小;随着努力水平的增加,成本共担式商家利润呈现缓慢上升后下降的趋势,且成本共担式优于分散式;随着网络规模逐渐变大,产品质量与努力水平对商家越来越重要。对后续消费者网络驱动的"商家-平台"合作机制及营销实践提供了理论和建议。
The free Trial is the new online business model which combines e-commerce and online social networks together, the impact of consumer network on the "business-platform" cooperation mechanism of trial products is researched. Suggestions are made based on the model construction and experimental analysis:Supply chain coordination is achieved in cost-sharing contract, cost-sharing percentage equals to the proportion of commissions deducted revenue divide by commissions in the officially selling period.Businesses profit is higherin cost-sharing contract than in decentralized contract, businesses profit gap become smaller between this two contracts with the decline in product quality. With the increase of effort degree, businesses profit increase slowly in the beginning and dropping in the later, and the cost-sharing is better than the decentralized contract. With the increase of network scale, the quality and effort degree is being more and more important. Theoretical and suggestions are provided for "business-platform" cooperation and marketing practical driven by consumer network.
[1] 姚灿中,杨建梅. WEB2.0大众生产社区的舆情传播路径特征分析[J]. 计算机工程与应用, 2012,48(30):83-88.
[2] i天下网商. 2013年中国网络购物市场报告..i.wshangcom/Post/Default/Index/Pid/31784.html.
[3] Ahrens J,Coyle J R, Strahilevitz M A. Electronic word of mouth:The effects of incentives on e-referrals by senders and receivers[J]. European Journal of Marketing,2013,47(7):1034-1051.
[4] Achrol R S, Kotler P. Marketing in the network economy[J].Journal of Marketing,1999,63:146-163.
[5] 庄新田, 黄玮强. 基于消费者网络的金融创新扩散研究[J].管理科学学报,2009,12(3):132-141.
[6] Fader P S, Winer R S. Introduction to the special issue on the emergence and impact of user-generated content[J]. Marketing Science, 2012,31(3):369-371.
[7] 李新明,廖貅武,刘洋.基于SaaS模式的服务供应链协调研究[J]. 中国管理科学, 2013,21(4):100-106.
[8] 胡知能,谢瑞坤,徐玖平. 免费商品对互补产品扩散的影响[J]. 中国管理科学,2012,20(06):167-175.
[9] Jain D,Mahajan V,Muller E. An approach for determining optimal product sampling for the diffusion of a new product[J].Journal of Production Innovation Management,1995,12(2):124-135.
[10] 刘洋,廖貅武. 基于在线评分和网络效应的应用软件定价策略[J].管理科学,2013,26(4):60-69.
[11] 李新明,廖貅武,刘洋.基于SaaS模式的服务供应链协调研究[J].中国管理科学, 2013,21(2):98-106.
[12] 魏航. 同质时鲜产品捆绑销售的最优策略[J]. 管理科学学报,2012,(06):7-21.
[13] 但斌,徐广业,张旭梅. 电子商务环境下双渠道供应链协调的补偿策略研究[J]. 管理工程学报,2012,(01):125-130.
[14] 黄焜,马士华,冷凯君,等. 订单不确定条件下的供应链协同决策研究[J]. 中国管理科学,2011,19(01):62-68.
[15] 张霖霖,姚忠. 考虑顾客退货时在线企业的定价与订货策略[J]. 管理科学学报,2013,16(06):10-21.
[16] 林志炳,张岐山,陈可嘉. 双渠道下的供应链回购模型研究[J]. 运筹与管理,2012,21(05):15-21.
